How to Pitch FOOH: A Step-by-Step Guide for Agencies

Chances are, you’ve already seen a few FOOH ads pop up in your feed. Maybe a client even asked, “Can we do something like this?” And now, here you are, gearing up to pitch your first FOOH campaign and prove that you’re the agency that can make it happen.

But let’s be honest: not every brand instantly gets it. Some still question CGI Ads longevity, while others worry they might not land with their audience. That’s exactly why nailing your FOOH pitch is critical – it’s your chance to show clients why this isn’t just another trend but a creative powerhouse that drives real engagement, visibility, and (most importantly) results.

This guide breaks down everything you need to know to craft the perfect FOOH sales pitch, handle objections like a pro, and back it all up with winning examples. By the time you’re done, you won’t just be pitching FOOH – you’ll be selling a vision that brands can’t resist.

Let’s dive in.

Step 1: Understand Your Client’s Needs & Goals

Before you even start crafting your pitch, you need to align FOOH with the client’s core objectives. Ask yourself:

• Are they aiming for brand awareness, social engagement, or PR buzz?
• Is this about selling a product, launching a new campaign, or reinforcing brand messaging?
• What’s on the marketing team’s agenda for the year? Are they shifting towards digital-first strategies, influencer collaborations, or experiential activations?
• Is this part of a product launch? If so, how does it fit into their larger go-to-market strategy?
• How are they planning to distribute their budget? Where does FOOH fit in alongside traditional OOH, paid media, and content marketing?

The better you understand their needs, the stronger your pitch will be. FOOH isn’t just a flashy creative tool. It’s a high-impact, scalable solution that should directly support their business goals.

Step 2: Get Informed & Inspired by the right Source

Show, don’t just tell. The best way to sell FOOH is by presenting real-world viral campaigns that have driven massive engagement and brand visibility – Create desire!

Where to find FOOH Insparation

The FOOH Library is a goldmine of inspiration. Whether you’re looking for case studies by brand, industry, effects, or creative hooks, the filtering options help you find exactly what you need. This allows you to tailor your pitch with relevant examples that align with your client’s vision and marketing goals. A brand in Luxury Fashion? Show them a high-end campaign that captured global attention. An Automotive client? Highlight a FOOH activation that made waves in the industry. The right example can turn a good pitch into an irresistible one.

Tip: Use our Collection feature to create your own FOOH folders and collect, organize and share your FOOH inspiration with your team!

Example Pitch Slide: FOOH by the Numbers

To strengthen your pitch, include a visual slide that breaks down the impact of FOOH ads in key industries.

Key Metrics to Showcase:

• Engagement Rates: How FOOH ads outperform traditional OOH in shares and interaction.
• Virality & Reach: Case studies proving how CGI-driven ads gain traction on social media.
• Industry-Specific Wins: How top brands in industries like entertainment, luxury fashion, automotive and more have leveraged FOOH successfully.

By incorporating compelling data and visuals, you make the case for why FOOH isn’t just a creative flex, it’s a results-driven marketing powerhouse.

What kind of filters would be most useful when browsing the FOOH library?

• Industry (Luxury, Automotive, Entertainment, etc.)
• Campaign Effect (Illusion, Large-Scale, Motion-Based, etc.)
• Brand Name
• Engagement Metrics (Most Viral, Most Shared, etc.)

Step 3: Prove How FOOH Is a High-Impact Social Media Strategy

FOOH isn’t just advertising—it’s content engineered for how people consume media today. While traditional formats still offer reach and visibility, FOOH ads are tailored for TikTok, Instagram Reels, and YouTube Shorts, where dynamic visuals and quick storytelling dominate. They invite rewatches, shares, comments—and that elusive “wait, is this real?” moment that fuels organic growth.

Rather than positioning it as a replacement, pitch FOOH as a creative amplifier to static and performance-driven social ads. It brings an element of wonder to the feed. It earns attention where most formats demand it. And it fits naturally into a brand’s broader media mix—especially when paired with traditional OOH, digital media, or experiential campaigns.

Pro Tip: Show engagement stats from past FOOH campaigns to highlight how these aren’t just pretty videos – they drive serious interaction.

And here’s something that gives your pitch a competitive edge: the FOOH Impact Score (FIS). This proprietary score ranks campaigns based on virality, shareability, and viewer reactions — helping agencies like yours understand not just what looks good, but what actually works. Use the FIS to guide conversations around performance, strategy, and measurable creative impact. It’s not just insightful data, it’s proof your agency speaks the language of modern marketing.

Step 4: Address Common Client Objections

“But it’s not real, will clients feel disconnected?”

Audiences today are fully aware of CGI and embrace hyperreal visual storytelling—just look at blockbuster movies, gaming, and AR experiences. The goal isn’t deception but spectacle and engagement, making your brand stand out in the digital space.

“Isn’t this just a trend?” / “Didn’t everybody do this already?”

Like any format that breaks through, FOOH caught attention fast—but what makes it stick is its flexibility. The creative canvas is still wide open. We’re only scratching the surface of what’s possible. And with the right execution, your brand can lead the next wave instead of following one.

“How does it fit into our existing marketing strategy?”

FOOH complements traditional ads—it doesn’t replace them. It acts as a social-first amplifier that enhances brand storytelling, bridging the gap between high-impact visual content and measurable audience engagement.

“We don’t sell a ‘classic’ product—why would FOOH be of interest to us?”

That’s exactly where FOOH shines. Its versatility makes it ideal for brands across categories. While product-based campaigns might showcase a sneaker or soda can, service providers, educational institutions, non-profits, and events can use FOOH to communicate abstract ideas, simplify complex services, or tell emotionally engaging stories. If it matters to your audience, FOOH can visualize it.

Tip: Use the filter option and search bar in the FOOH library to find specific industries

Step 5: Perfect FOOH Pitch Deck Checklist

Here’s what a strong, client-ready pitch deck should include:

This structure gives you room to hook interest, show credibility, and spark creative momentum, without locking yourself into a full proposal before that first strategy call.

The goal? Leave your client inspired, excited, and asking, “When can we start?”

Step 6: Find & Present the Right FOOH Collaboration Partners

Once a client is interested in a FOOH campaign, agencies need to ensure they have the right execution team. This means choosing the best FOOH production model and presenting reliable partners who can deliver.

1. The Two Main FOOH Production Models

I. Integrated 3D Studio & Videography Package (One-Stop Solution) Best for: Agencies that don’t want to manage multiple vendors. How it works: The CGI studio handles everything, shooting live footage (if needed), rendering, and post-production.

II. Agency-Led Production with an External 3D Studio Best for: Agencies that already have trusted partners with experience in FOOH or that have an in-house shooting team but need FOOH experts that will handle the CGI integration. How it works: The agency shoots the base footage, and the external VFX studio handles CGI creation and compositing.

2. How to Present FOOH Production Partners in a Pitch

When presenting FOOH production partners, structure it as:

• Who they are – Introduce key production partners or full-service studios.
• Why them – Highlight relevant experience, past projects, and industry expertise.
• How they’ll bring the vision to life – Explain their role in executing the campaign.
• What’s the cost vs. benefit? – Set realistic expectations and tie production value to potential return.

Pro Tip: Clients may not be familiar with how FOOH is produced, so keep explanations clear, concise, and easy to follow.

Step 7: Close with a Clear Next Step

By now, the client’s interest should be piqued – now it’s about converting that energy into action.

If there’s hesitation, suggest a small-scale pilot to show what FOOH can do. Reinforce urgency: trend moments move fast, and FOOH works best when you jump in early.

End with a clear next step – whether that’s a call, a timeline, or a planning session. Keep the momentum going.

Goal: Don’t just pitch the potential – spark the decision to move forward.